Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues
The results of three experiments (two laboratory and one field) show that when sampling a sequence of sensory-rich products that are similar (dissimilar) on sensory cues, consumers prefer the first (last) product in the sequence. This research helps resolve conflicting findings of prior findings on order effects for experiential products.
Dipayan Biswas, Lauren Labrecque, Donald Lehmann, and Ereni Markos (2012) ,"Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1075-1076.
Dipayan Biswas, University of South Florida, USA
Lauren Labrecque, Loyola University Chicago, USA
Donald Lehmann, Columbia University, USA
Ereni Markos, Quinnipiac University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA
Emotional Volatility and Cultural Success
Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada